How Digital Data Impacts Your Brand

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Agenda

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Strategic OverviewAuditResearchInfluenceAcceptQ & A

Strategic Overview

While this process is presented sequentially, it is a never-ending circular change in your online behavior.

The key premise is simple: there is no such thing as private online content.

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ARIA

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• AUDIT: understand your current digital footprint

• RESEARCH: know where your expertise can grow

• INFLUENCE: find those discussions and engage

• ACCEPT: embrace your following

AUDIT

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We no longer live in a world where our personal brand and our professional brand are two separate entities.

For better or for worse, our digital footprints linger behind us even if our strides have changed.

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you = brand

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WHO ARE YOU?

Now is the time to audit your online presence and understand how to define your

BRAND.

In general, you should control what appears on the first page of Google for your name.•If you are positioning yourself as a digital expert, you need to be in position 1.•If you have a title of Director or above, you should dominate the first page.•Make sure to check “images,” “news,” and “YouTube.”

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Google results

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Google, continued

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LinkedIn:•Include photo for SEO.•Use keywords and phrases to be more relevant for offers you want to be considered for. •Also, put details of your successes for each job description as opposed to daily responsibilities.•Participate, participate, participate.

Unless you use Facebook in a purely professional capacity, I recommend you block all of your visible content.

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Facebook Privacy

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Changes over time

Twitter

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It’s not enough to have a Twitter account; you should also be tweeting

it is actually

WORSEfor your brand

to have a DORMANT

social presence…

…than none at all.

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SocialMention.com: know where and how people are talking about you15

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Google Facebook

LinkedIn …everywhere else

audit checklist17

• Get out there and own the first page of Google

• Blog. Tag. Participate.

• Block, block, block your personal Facebook page from public eyes.

• Settings. Restraint. Common Sense.

• LinkedIn is the first place people go to vet you.

• Use the fields. Join groups.

• Start monitoring your mentions across social networks.

• Filter.

RESEARCH

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Google Alerts

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You should have at LEAST 3 Google Alerts set up to deliver daily feeds to you:

– “your name”– “your company’s name”– “your field of interest” OR “your target employer”

Examples:– “april wilson”– “digital analytics 101”– “social media measurement”

eMarketer Blog

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Smartbrief

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PR Daily

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Copyblogger

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Site Trail provides free, detailed competitive analysis on any website or public domain.

Make sure to refresh the data (using the link at the bottom) if it looks stale.

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research checklist

• Create a special email designed to funnel “intel” to you.• Subscribe to at least 2-3 alerts and 2-3 industry newsletters.• Set a rules engine to flag them separately from other emails to understand

effectiveness of that intel.• Keep a Google doc open to jot down any topics that interest you or you may

want to expound upon.

• Know your competition.

• What are they doing?• How can YOU do it better?

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INFLUENCE

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BufferApp 27

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Sprout Social

…and don’t ignore the power of personal attention

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Remember to send personal messages from time to time to people in your network who:•Share your passions•Share your content•Inspire you•Remind you of yourself

The key to success with influencing is:

RESPOND-Comment on articles and posts-Share content you like-Mention people who influence you

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ACCEPT

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You may get followers or fans you don’t expect.

People who follow you who are different from your own brand image is okay.

Accept everyone; engage the most valuable to your brand.

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QUESTIONS?

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